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Sharing lamb through ‘secret recipes’

28 May 2020

Australians are feeling more isolated than ever before with the outbreak of COVID-19 and current social distancing restrictions.


Here, MLA Brand Manager – Lamb, Anna Sharp, tells us how the upcoming winter lamb campaign is set to bridge the isolation gap and bring together Australians of different ages and cultures through the experience of cooking lamb.

Can you tell us about the new campaign and how it will connect Australians during this time?

Our winter campaign is called ‘Share the Secret Recipe’ and is about connecting people during the social isolation period.

We’ve created four content videos where senior Australians from different cultural backgrounds share their secret lamb recipes with younger Aussies. Each recipe showcases their unique heritage and cooking style.

The campaign brings together isolated seniors with curious, young Aussies seeking cooking inspiration. As well as sharing their recipes, our seniors will also share their knowledge, wisdom and stories from a lifetime of experiences.

How will this campaign grow demand for Aussie lamb during winter?

More people are searching online for ways to cook and prepare lamb dishes because of COVID-19, so we’re providing them with this information in a unique, feel-good way. We hope it’ll spark emotion and inspire more Australians to reach out to their loved ones and share their own secret recipes.

Winter Lamb - 700x415.jpg
The winter lamb campaign brings together isolated seniors with curious, young Aussies seeking cooking inspiration.

Was it difficult to pull together a campaign with the COVID-19 pandemic going on?

Luckily, all the technology we needed has been readily available, allowing us to continue with production and create the series remotely.

Having younger Aussies connect with seniors via livestreams actually made for a really authentic production, as it captures how current social interactions are taking place.

How can people share their own secret recipes and spread the word?

We’re encouraging people to reach out to their loved ones and either record a video or take a photo of a lamb dish. They can upload these to social media to spike a positive movement.

When will people see the campaign and where can they watch it?

Share the Secret Recipe will be released on Wednesday 10 June on YouTube, Instagram, Facebook and Snapchat, as well as in the ‘on demand’ section of online free-to-air TV. It will also be available on our website at